The people who understand seeds, will not be affected by Bitkey marketing. The marketing is for people that fear, with reasons, having to write and protect seeds to not loose all their Bitcoins.
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The marketing FUDs one of the most important aspects of individual sovereignty within bitcoin. Not good. It could be offered as a noob wallet without also FUDing seed phrases
You don’t have to write down a seed. There are many easier alternatives. Bitbox does a dead simple SD card backup, the new Foundation attempts an NFC card backup. This feels like a throw the baby out with the bath water rather than fix the problem approach.